Here is an instance from my he bio-pharma work when N-of-8 listening and research produced significant results.
A mid-sized biopharmaceutical company with a promising pipeline of new therapies exemplified this. Back in 2003, the drugs in research seemed to be in disparate categories: Crohn’s disease, MS, and Alzheimer’s disease. Then during N-of-8 groups, we asked a naïve question, “Is there any connection between them?” This childlike curiosity led us on an intriguing pursuit of a neuro-gastro commonality and we found an emerging appreciation of the brain-gut connection.
By looking at the company’s existing research with a fresh perspective, we were able to develop a corporate brand story that appealed to their internal scientists, outside clinical investigators, and even Wall Street investors. It became a sustainable rallying point and motivational direction for future R&D and business development efforts for the rest of the decade. In fact, in July 2009, the company struck a billion-dollar deal with a major multinational medical corporation to acquire virtually all the research assets of its Alzheimer’s program.